What does a PR consultant actually do? A founder-friendly breakdown

Despite doing PR for almost 15 years, most of my friends and family still don’t really know what I do. And that’s ok. I am Chandler Bing, and I’ve made peace with that.

But for founders, understanding what a PR consultant can actually do for your business matters.

When people think about marketing, they usually jump straight to social media, advertising, or email marketing. Media coverage often sits slightly to the side, valued – but mysterious. Many founders know it’s important, but aren’t quite sure how it actually happens.

That’s where PR comes in.

PR isn’t just about getting coverage. PR consultants understand how the media works, what journalists are looking for, and how to shape stories that land. Here’s what that looks like in practice.

Messaging & positioning

Before you go anywhere near the media, your message needs to be clear. PRs help define what you stand for, what makes you different, and how to explain it simply. If people misunderstand your business, journalists will too.

Key audiences

Who are you trying to reach… really? A PR consultant helps identify your priority audiences and the publications, platforms, and tactics that will reach them. 

Thought leadership

PRs create content that positions founders as experts with something to say. Articles, opinion pieces, and insights that secure media coverage and feed your own channels. One piece of work with multiple uses.

Media relations

This is the ongoing, less visible side of PR. PRs build relationships with journalists, keep them updated on your business, and ensure you’re on their radar. Over time, this consistency turns into coverage.

Press releases

Press releases communicate your news in a format journalists expect. PRs know what to include, how to structure it, and which assets will give it the best chance of being picked up.

Brand collaborations

PRs connect brands with partners to create standout stories. This could be psychologists, scientists, artists – collaborations that reach new audiences and generate meaningful coverage. We handle the outreach, partnerships, and delivery.

Events

From media breakfasts to launch events, PRs can manage the details that matter: guest list, location, timing, and experience. This ensures you’ve thought through everything media and influencers need to pull off a successful event. 

Influencer partnerships

PRs can digitally raise your profile through influencer partnerships. This ensures your brand shows up beyond traditional media. PRs identify the right influencers, manage relationships, and ensure partnerships feel credible, not forced.

Crisis comms (and prevention)

PR isn’t only for the good times. PRs help manage issues when they arise – and often stop them before they do by advising on messaging, risks, and reputation.

When PR makes sense

PR works best when you have a story to tell and are ready to show up consistently. It’s a long game – but one that pays off when done well.

PR can feel mysterious from the outside. In reality, it’s about telling the right stories, to the right people, in the right way, again and again…. are you ready to jump in? Get in touch!